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Stop Chasing Virality: Build a Brand That Outlives the Algorithm

The New Job Description of the Modern CMO

Let’s get one thing straight: if your marketing strategy is “go viral,” you don’t have a strategy—you have a wish and a Wi-Fi connection. Virality is not a plan. It’s a lottery ticket. And unless your brand is in the business of selling scratch-offs, it’s time to grow up and build something that lasts longer than a TikTok trend.

Welcome to the marketing intervention you didn’t know you needed. I’m your host, a CMO who’s seen more rebrands than a pop star with commitment issues. Today, we’re going to talk about why chasing virality is killing your brand—and what to do instead.

The Problem with Viral Obsession

Virality is seductive. It’s the marketing equivalent of a one-night stand: exciting, fast, and usually followed by regret and confusion. Sure, your post got 2 million views. But did it move product? Did it build loyalty? Or did it just make your intern famous for 48 hours?

Here’s the cold, hard truth:

“If your brand can’t survive without the algorithm’s blessing, you don’t have a brand—you have a hostage situation.”

Let’s break down why this obsession with virality is a strategic dead end.

It’s unpredictable: Algorithms change more often than a teenager’s mood. What worked last week won’t work tomorrow.
It’s shallow: Viral content often lacks depth. It entertains, but it rarely educates, converts, or retains.
It’s not scalable: You can’t build a reliable funnel on flukes. Try explaining “we hope to get lucky again” in your next board meeting.

What to Do Instead: Build a Brand That Sticks

Instead of chasing the next viral hit like a golden retriever after a squirrel, focus on building a brand that people actually care about. One that earns attention, not begs for it. Here’s how.

1. Nail Your Positioning (No, Really)

If your brand can’t be described in one sentence without using the word “innovative,” you’ve already lost. Positioning is the foundation of everything. It’s your brand’s GPS—without it, you’re just driving in circles with a trunk full of content no one asked for.

Use this simple framework:

For [target audience]
Who [have this problem]
We offer [solution]
Unlike [competitor or status quo]
We [unique differentiator]

Example: For busy marketers who are tired of fluff, MarkCMO.com delivers sharp strategy and business truth bombs—unlike those other sites that think “synergy” is a personality.

2. Create Content That Compounds

Instead of chasing spikes, build a content engine that compounds over time. Think SEO, evergreen thought leadership, and content that educates and entertains. You want your content to be like a fine wine, not a Jägerbomb—better with age, not instant regret.

Here’s a quick checklist for content that compounds:

Is it useful? Will someone bookmark this or send it to their team?
Is it unique? Or could ChatGPT have written it in its sleep?
Is it on-brand? Does it sound like you, or like a corporate robot with a thesaurus addiction?

3. Build a Community, Not Just an Audience

Audiences watch. Communities engage. If you’re only broadcasting, you’re missing half the equation. Start conversations. Respond to comments. Create spaces where your customers can talk to each other (and not just to your social media manager named Kyle).

Brands that build community win long-term. Just ask Notion, Figma, or Duolingo (yes, even the owl with boundary issues).

4. Measure What Matters

Vanity metrics are like cotton candy—sweet, colorful, and completely empty. Stop obsessing over likes and start tracking metrics that actually move the business:

Customer acquisition cost (CAC)
Customer lifetime value (CLV)
Conversion rates
Retention and churn

If your viral video brought in 10,000 views and zero customers, congratulations—you just hosted a very expensive digital talent show.

Case Study: The Brand That Said “No Thanks” to Virality

Let’s talk about Basecamp. While every other SaaS company was chasing growth hacks and viral loops, Basecamp focused on clarity, simplicity, and strong opinions. They didn’t try to be everything to everyone. They picked a lane and owned it like a boss in a rented tux.

The result? A loyal customer base, consistent revenue, and a brand that’s still standing after two decades—without ever trending on Twitter for the wrong reasons.

Truth Bomb Time

“Virality is a sugar high. Brand is a balanced meal. One gives you a spike. The other keeps you alive.”

Stop feeding your marketing team Skittles and start serving strategy.

Final Thoughts: Be the Brand, Not the Meme

Look, I get it. Viral moments are fun. They make you feel.